After the unforeseen break WUL took, we’re getting back into gear with a brand new Social PR Spotlight! This week I’m psyched to feature Social PR Virtuoso and entrepreneur Michelle Kane.

I’ve known Michelle online for some years now, and then got to meet her in person a few years ago. So I already knew she was killer smart and funny, but what I did not know about her was that she is a huge – and I mean Donald Trump “HUGE” – Prince fan. Which made me connect with her even more!

I’m grateful I can welcome Michelle’s smarts and kindness into my world every day; today you have the opportunity to welcome her into your world.

Introduce yourself – who are you and what do you do?

Hello to my fellow Social PR Virtuosos! I’m Michelle Kane, founder and principal of VoiceMatters, LLC, a marketing/PR consultancy in Souderton, Pa. (the Philly ‘burbs). I also provide voiceover services.

My niche is filling the marketing and PR void of small businesses and non-profits; in some cases, helping them determine goals and laying out a plan. With others, I do the same and then carry out the work.

As with many of my fellow solo practitioners, the internet has allowed me to pull together the right team for each project.

I started my career at a Philadelphia-based ad agency, and then spent a period of time back here in the ‘burbs as communications director of a local church and a non-profit missions agency. When the 2008 economic downturn put the “non” in the “non-profit” of the missions agency, I found myself in free fall and quickly parachuted into starting my own business.

[Ed: “put the ‘non’ in the ‘non-profit’ of the missions agency”… HAHAHAH!!!]

Why do you care about Social PR?

For me, Social PR aligns with my personal passion for social justice. I blame that on all the Amnesty International Tours from Sting, U2 and Peter Gabriel in the 80s.

Seriously, though, at the risk of seeming naive, I truly believe that one person can make a difference.

If we are able to use the “super powers” of Social PR to move the needle on an issue just a tiny bit, that’s a win. From a client services perspective, Social PR works to build the “know, like, trust” relationship between client and audience.

What’s your secret Social PR Superhero power?

Well, my Social PR Superhero persona is Jean Grey. I share her focus and passion, channeling those traits to help my clients achieve their goals.

How are you using the Social PR Virtuoso Master Course to grow your Social PR superpowers?

Since I do eerily match my Superhero persona, it’s measurement all the way. I’m thrilled to have this opportunity to hone my measurement skills with this course. It’s also helped me to increase the conversation about measurement and outcomes with my clients.

If you’re going to hijack a hashtag, use your powers for good, not evil.

It was likely more effective due to the self-awareness of someone using the #firstworldproblems hashtag.

What tip(s) would you give those starting on the road to Superhero-level Social PR?

Start with the end in mind. What do you want to achieve with a particular campaign or even as broad as your everyday social?

Do you want to sell more of a particular kind of car? Do you want to grow your email newsletter list by x%? That’s what you need to figure out first.

Who inspires you? Why?

That’s a tough one to pin down. Within a professional context, any one of my colleagues or peers who share their smarts.

It’s terrific to be part of a community where we’re willing to help each other. As they say, “a rising tide lifts all boats.”

If you could only eat one thing for the rest of your life, what would it be and why?

If I had to narrow it down to one thing? Dark Chocolate. Good for you and delicious? It’s the perfect food.

Perfect food indeed! Thank you for giving us a look into your world, Michelle, and putting a smile on my face yet again! Folks, you can learn more about and talk to Michelle via her site, Facebook, Twitter, or Instagram.

Founder and publisher of Waxing UnLyrical, Shonali Burke helps smart businesses make bank by taking their communications from corporate codswallop to community cool™. She is also the founder of The Social PR Virtuoso®, which provides online, on-demand training that helps you unleash your inner Social PR superhero. Shonali is mad about ABBA, bacon, cooking, dogs, and Elvis, though not necessarily in that order. Wouldn't you like to be in her kitchen?

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Training Programs

Strategic Social PR from A to Z ❯

Today, good public relations entails much more than blindly blanketing the media (and bloggers) with information that’s of dubious value to begin with. And more often than not, it entails a strong element of building and managing online community. In this workshop, you will:

Learn the three key elements of an effective 21st century “social PR” strategy, and how it differs from “old” PR

Know which time-tested research and analytical methods you should still use in the 21st century

Understand why talking at people isn’t effective, and how to effectively use today’s popular social media platforms to talk with them

Experience real-time social engagement through workshop exercises and hands-on participation

Understand how to effectively incorporate measurement, so that it validates and improves your programs and, therefore, your business

Smart PR Measurement for the Digital Age ❯

We have more measurement tools than ever before; so many, that we don't know what to do with most of them. And no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit. In this workshop, you will:

Learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement

Understand how to differentiate between fact and fiction in the measurement context, and the two acronyms to stay far away from

Social Media for the C-Suite ❯

Gone are the days when “social media” was the domain of your twenty-something employees. Today, social platforms are where your customers and constituents of all ages and stages literally live online. If you’re a business leader, you should take this workshop to:

Learn the three core principles of effective social media engagement

Examine key social media platforms, and understand how they work on both personal and professional levels

Review how businesses of all sizes have effectively used social media to support and reach business goals

Experience the benefits of real-time social engagement through workshop exercises and hands-on participation

Understand the kinds of metrics your social media team should and shouldn’t use when reporting back to you

What They Say

"Shonali knows her stuff. A dynamic speaker, she makes measurement - a subject that makes some of the best PR pros dizzy - easy to understand and implement."

Laura ParsonsIdaho Association of REALTORS ®

"With her diverse knowledge, experience, timely content, and pleasant professional style, I highly recommend Shonali to any group looking to deepen its understanding of social media and digital strategy."

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Robin LaneGXS

"Shonali has both the charisma and poise that inspire others within her profession. She builds solid programs, achieves measurable results and is a delight to work with."

KD PainePaine Publishing

"There's a reason I call Shonali a ”˜measurement maven'; she understands metrics, measures results and uses the data to make better business decisions."

Maggie GoldbergChristopher & Dana Reeve Foundation

"Shonali literally launched our multicultural outreach program, putting us on the map. Dynamism, creativity and accountability are the hallmarks of Shonali's work, serving her clients well."

Kathy Barbour, APRBaptist Health South FL, Chair-Elect PRSA

"In a field that's crowded with speakers & trainers, Shonali's no-nonsense, hands-on approach stands out as much for its refreshing clarity as for her humorous & engaging presentation style. Hire her today!"

Gary KlasenVice President External Communications, Eaton

"With energy, passion and a whole lot of common sense, Shonali focuses on successful social media strategies that accomplish targeted business outcomes."

Lauren MelingUSA for UNHCR

"Working with Shonali gave us an opportunity to engage with a community of supporters who taught me more than I ever expected. I'd jump at the chance to do it again."

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips

Jennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.